Tenovus Case Study

BackgroundFunctions of the storeProfiles - Customer & donatorTenovus ConstraintsDesign directionInitial design proposalDesign developmentFinal designMerchandising principles

Tenovus Store Design

BACKGROUND



BACKGROUND TO CHARITY SHOP:

Charity shops – whilst they previously had a stigma of poor quality, charity shops now have a far more respected position on the highstreets of the UK.

Thanks to the likes of Primark, Matalan etc, retailers are more frequently able to offer low cost items, which removes the stigma of buying low cost clothing and products.

Whilst this is a positive step for charity shop retailing, it also provides a challenge in remaining competitively priced. Simply the volume of stock in the large retailers allows them to lower their prices, whereas charity shops have one of each product.

This is also part of their USP in that they can offer you a product that is not owned by the masses, it may tell it’s own story and you will be unique in purchasing it. Similarly, the purchasing of books holds a benefit not found in book stores. They charity shop enables customers to buy the book at a far cheaper price, donate money to charity, and then en-couraged to return the book.

The benefit of the Charity Shop however, is its ethical values. Not only do profits go to a worthy cause, but it highlights the efforts of the volunteers in-store. The very nature of re-selling second hand items also adds to the values, as less produce is wasted or in landfill.

This second-hand or vintage idea is a trend that customers see as an added value.

The British charity shop has been under pressure to re-invent itself in recent years with the likes of Mary Portas trying to add a unique experience to the store. Personal messages, celebrity donators, inventive shop fits and upcycling are all ideas that have been utilised to help promote the ‘good old British charity shop’.

The Charity Shop


MAIN FUNCTIONS OF THe STORe:

When broken down into the individual functions of the shop, we understand the factors to include within the retail space. As the charity relies greatly on the income generated from the shops, it becomes even more important to ensure the spaces are functioning most efficiently.

INCOMe AWAReNeSS INTeRFACe ReTAIL PUBLIC FACe62% of the charity’s

income comes from the store

Allows for the charity to communicate a message

10 million footfall across the retail estate, opportunity to interact

Due to nature of product and stock, this is

someone unique

The shop is the front line of the charity, and will be a the foundation of relationships with the

donator


PROFILe : THe DONATOR:

A Charity such as Tenovus relies on the kind donations from the public, to help them raise money to fund and support the work they do for Cancer sufferers and their families.

What makes people donate?

“I donated because….” – could ask donators to share their reasons for donating.

The reasons for donating will also help to shape the store environment. To maintain the virtuous circle, we must ensure that the public continue to donate, and donate quality goods at that..

LOOK DROP-OFF PeRSONALCONNeCTION

A donator will judge the store’s aesthetics, on whether the charity will get value

from the products. If a shop looks well presented, then the donator will trust that their goods are going to provide a value.

Access to drop off bags will persuade a donator to use a specific store.

A donator may choose to donate to a specific charity as it relates to their lives

in some way. eg. A donator who has recently lost a relative to cancer is more likely to want to donate to a

cancer charity.

I donated because...


PROFILe : THe CUSTOMeR:

Unlike other brands on the highstreet, there is little or no loyalty to which charity shop is visited by the customer. The need is increasingly for the best deal available, and with more larger retailers being in a position to offer a wide variety products at minimal cost, charity shops are required to ‘up their game’ to keep customers.

Why do people shop there?

LOW COST VARIeTY QUALITYWith more competition from low

cost retailers than ever before, charity shops are now in competition with highstreet retailers, not just other charity shops to provide the best

deals. The low cost of products from Tesco/Primark are driving down the

cost of items in-store.

Customers return to the stores that offer the best range of products. With the exception of perhaps Oxfam with

their book stores, and The British Heart Foundation with a dedicated furniture

offering, most charity shops have a similar range of products.

There is an element of reputation based on the standard and quality of goods that a charity shop sells. The quality of goods will encourage repeat custom, although

the quality of goods is down to the quality of donations.

1 by 1Most customers tend to hunt down the best bargains, and with an ever

changing product range, the customer will visit each charity shop one by one.

There can be several charity shops in a small area, so competition is dependant on the demographic.


VIRTUOUS CYCLe:

When looking towards improving the store environment, it rests upon a cycle of elements that must all work in co-ordination with one another. The main drive is to encourage better value and better volume in donations, through this we will encourage better quality of products to sell and building a reputation for higher quality at affordable prices. Customers will return, and through the in-store experience they will have a greater understanding of the charity and the need to donate. They will be encouraged by the aesthetics and the standard of the store/brand and in turn will donate back to the store.

DONATIONS

QUALITY OF PRODUCTS

STORe RePUTATION

SALeS & CUSTOMeR

JOURNeY


TeNOVUS HISTORY / HeRITAGe / LOCATION

From the charity’s humble beginnings in 1943, the ten businessmen who established a very successful and selfless charity to help others in need, to the nationally recognised and extremely successful charity helping those who are effected by Cancer, Tenovus has a somewhat charming and heart warming story. The extent of human compassion seems to be at the heart of the charity, this extends from the creation of the charity, the fund raisers, the donators, right through to the hard working staff who run the charity shop.

The website platform is successful at communicating the brand, the user will navigate themselves through the site to decipher the information they require. However, the store environment needs to act similarly in the way that it allows the customer/donator to relate to the charity. With the same level of personality and charm, the history and heritage of Tenovus will allow people to engage with the level of compassion that extends throughout the Tenovus community.

With roots firmly in Wales, Tenovus is very proud to be linked with their presence and work in Wales. extending out across the south west of the UK, the aim is to focus more on the Welsh history and acknowledge this in the store. Without isolating the english audience, we would like to highlight the Welsh heritage and history.

Location of each store should also play a key role in engaging the donator/customer. each store should be able to focus on local events, and the support Tenovus offer in the area. By adopting the name of the local area within internal signage, and having a feature in-store which allows for local communication, the store will help to encourage donations, support and participation in fund-raisers.


WHY THe NeeD FOR CHANGe?

THe FUTURe OF THe CHARITY SHOPIt is no secret that the British highstreet is under pressure, with highstreet favourites closing down every week, the need to keep ahead is paramount. Retail spaces are needing to adapt and offer alternative experiences, as well as ensuring that their products are competitively priced. Consumers look for the best deals, and this same rule applies to charity shops.

Tenovus rely upon the income from their retail store to support the charitable activities, research, and support to cancer sufferers and their families. The charity shop is a staple of the British highstreet, and so has a great opportunity to re-invest in both the charity’s future and that of the retail environment in which it is positioned. HeRITAGe/WALeSBy relocating more stores to Wales, Tenovus want to have a far more focused status as a cancer charity in Wales. The stores need to reflect the heritage and history, and also prominence in Wales. This is not to isolate the stores existing in england. This may also include a relationship in each store with the local area. Both donator and customer alike would sense that they were directly helping their local area.

ReCOGNISABLe SHOP FIT With the volume of charity shops on the highstreet, retailers must take greater interest in the store environment to firstly attract sales, but to also drive return sales. This means that the store environment would need to be recognisable to differentiate from the other competition.

CUSTOMeR/DONATOR CONFIDeNCeTo have a recognisable retail environment will work on a number of levels, back to the virtuous circle. To exude quality at affordable prices, and to ensure that the customer is left satisfied if not beyond their expectations, would encourage a confidence in Tenovus. This in turn would result in donators feeling more inclined and confident that a donation would indeed be sold and make money for the charity. The environment must be a reflection of the product wished to be donated.

BRAND COMMUNICATIONThe Tenovus brand, historically and graphically including web presence, marketing/events/fund-raisers etc. is a powerful and bright message. The visual representation of the brand is executed successfully across various means of communication, but it is felt that this level of clarity is not as successfully communicated in-store. With 62% of the income from retail, there is a prime opportunity to highlight the messages of Tenovus in the retail environment.

DRIVING NeW INITIATIVeSIn a similar vain to the above, the stores should be used to drive campaigns and awareness through to other platforms. There should be manners in which customers/donators can learn about fund raisers, events and helping their local community.


INSIGHT : Devizes // First hand experience of the retail environment.

We took a trip to meet Bev at the Devizes store so that we could see how the store was set up, and to get a greater understanding of the day-to-day activities.

From our visit, we gained insight into aspects of the operational running of a charity shop which we feel is very important in designing an efficient solution.

Points to include and consider were:

• Donations - Due to location, donators are often persuaded by ease of drop-off. Devizes in particular is located in a pedestrianised area. The need for a clear drop-off are, either internally or externally is required to allow donators the choice and convenience. In our time in the shop, we witnessed a number of donators dropping of items. It was clear that there were 2 types of donator; the ‘drop-off and go’ who needed to drop off their bag quickly and did not seek to communicate; and the ‘returning’ donator who seemed to be familiar with Bev and who had a definite personal connection to the charity.

• Modular system - Following the recent refurb of the store, it was expressed that the uniformity of the system offered a greater ability to merchandise.

• Stale stock - For stock that fails to sell, there is a concern that this stock is not utilised to its full extent. The stock between stores could benefit from being circulated and not sent to the rag merchants. Shelf life of product - 4 weeks.

• Stock - Most stock will be sold within 1 week of being put onto the shop floor, this indicates the speed of rotation and merchandising which is a constantly changing environment.

• Merchandising - Although the slat wall system allows for ease of merchandising, it was felt that there could be more designated areas/system to allow for hero merchandising or the flexibility to tailor make a display.

• Till Point - As a key area within the store, it was felt that this area could provide an effective area to communicate to the customer.

• Layout - The positioning and adjacencies in the store had been set to a model store format. It was felt that this was the most effective layout which utilised the best selling items and helped to navigate through the store. It was a familiar layout which seems to be applied across most charity shops.

• The Power of Local - each store will have its own local expertise and knowledge. each branch manager will have their own local knowledge which can help to benefit the charity’s connection with the local community. empowering the staff with the ability to utilise this knowledge may help to expand the charity’s presence in the local area. eg. Market day - busiest day of the week, which would be an ideal day to drive awareness by offering deals or a fund raising event.

• Gift Aid - This message has a large impact on the income of the charity, and it seemed to be a verbally communicated message at the point of drop off. For those who drop off without stopping, they do not become aware of the benefit of gift aid. This is a message which we could communicate with greater clarity.


STORe CONSTRAINTS

PRODUCT RANGe

• MULTIPLECATEGORIES–asstockiseverchanging,asdothecategories• SPACE–neededtoaccommodatethevastarrayofproducts,oftenrestrictedto small store footprints• NAVIGATION/IDENTITY–withmultipleranges,thereisoftenadifficulty identifying the ranges throughout the store• STOCK–onlyever1ofeachproductonmoststock.• VISUALMERCHANDISING–difficultytomaintainastandardacrosseach store due to varying product ranges

LAYOUT

• IMPLEMENTATION–logisticsofimplementingastandardlayoutacrossall stores• POSITIONING–maydifferfromeachstore• UNIFORMITY–thenatureofdifferingstockandlevelsetcwillmake uniformity an issue

STAFF

• MANAGERS–eachstorehasonemanager(FullTime)• ASSISTANTMANAGERS–eachstorehasone(PartTime)• VOLUNTEERS–otherstaffkindlydonatetheirtimeforfree• EXPERIENCE–ofVM,willvaryfromstoretostore

Till & messaging

To store room

Entrance

Women’s, fashion & accessories

Mens & Kids

Books &Bric a Brac

Changing


60% // WOMeNS

20% // BRIC A BRAC

5% // KIDS

5% // MeNS

5% // MUSIC & MeDIA

5% // BOOKS

Front of store - inc accessories/jewellery

Close to till point - rear of the store

Rear of the store - due to less donations

Adjacent to books / rear of the store

Next to books

Rear of the store - main draw in - focal point

PRODUCT CATeGORIeS & ADJACeNCIeS

To shape the store layout.


“The more money we make, the more we can help people”

ReQUIReMeNTS OF OUR SOLUTION….

BEFLEXIBLE• Eclecticmixofproductstosell• Donationsmaybeslow,thereforethesolutionneedstobeabletoaccommodatechangeand movement to deal with this flow.

Be ROBUST• Heavyfootfallduringcertainperiods• Withconstantchangestomerchandising,thesolutionmustbeabletowithstandthe movements.

ACCOMMODATe ALL PRODUCTS• Fromfashiontoaccessories,tohardgoodsandbooks,thesolutionmustbeableto successfully display a huge range of individual products which all require individual treatment when merchandised.

Be CLeARLY NAVIGATeD• Identificationofcategorieswillenablecustomerstoshopfareasierandcomfortably.From an employee point of view, to have a flexible system that will allow bays to be repositioned and relocated will aid the process in-store.

Be LOW MAINTeNANCe• Thesolutionneedstobealtered/implementedandmaintainedbythestorestaff,mostof which are volunteers with varying levels of experience. This dictates that the solution needs to be disciplined and able to be applied across all Tenovus stores.

Be PRACTICAL• Intermsofsystemused• Windowdisplays–theyneedtobeeasilyandefficientlymodified• Scalediffersfromstoretostore,sothesolutionmustbeadaptabletodifferentsizedstores.

DeLIVeR THe BRAND MeSSAGe• Throughgraphics,colour,infoetc• Emphasisonlocal• TenovUS–thesenseof‘US’‘community’

DRIVe TO OTHeR PLATFORMS• Informin-storeofevents,waystodonate,fund-raising,• Drivedonatorsandthepublictothewebsiteandanyothermediaplatformslikesocial media. ensure that awareness is the key.


Design Direction - objectivesTo drive greater sales through creation of an efficient retail space that engages the customer, donator and community. A space to emulate the charity’s communication from the website, and provide opportunities to drive donators to all platforms.

The message needs to read ‘US’, and have a strong sense of community, support and heritage.


CONCePTS DRIVING THe DeSIGN

WeB & BRAND IDeNTITY

We want to help translate the identity that currently translates the charity’s message, and create an in-store environment that is just as inspiring, bright and personal.

worn by youlovedby us



HeRITAGe & LOCAL SPIRIT

LOCAL SING FOR LIFe CHOIRS

eVeNTS

FUND RAISeRS // COFFee MORNINGS // CRAFT LeSSONS - UPCYCLING

Welcome to tenovusYour local Rhiwbina Store.

The next fund-raising event is to be held hereat 3pm on Tuesday 30th August...

Be sure to tell your friends!

WALeS

HeRITAGe

LOCAL

local us

est. 1943

eVeNTS HISTORY



DONATe TO US

ReASONS TO DONATe

usTO FeeL A PART OF

worn by youlovedby us

PeRSONAL TOUCH

I donated this to tenovus, to say thanks for supporting my family....

CONNeCTION

LOYALTY UPCYCLeD


The Solution...initial proposalBy considering the issues and constraints effecting the design, we can now collate images and design ideas to help provide a solution that delivers on the objects set in the brief.


PATTeRN //

The store must act as a fully functioning billboard for the charity, and as such, we would like to use large scale graphics to bring personality and life to the retail space.

This need not be related to the charity, simply a burst of energy that allows the customer to feel excited by the products on display. This small device may have large impact on the customer, again a recognisable interior will be remembered, spoken about and reputation for quality will be assumed.

Providing customers with an unexpected environment.

LARGe SCALe MeSSAGING

APPLICATION TO FLOORS?This could act as a direct link to the charity’s message...walking across stories, history and emotive imagery or words?


COLOUR PALeTTe

GeOMeTRIC

SYMMeTRY / BALANCe

WeLSH LANDSCAPe

COLOUR //

The intention is to create an environment that is hints towards the roots of the charity - health and wellbeing.

Colours, patterns and proportion will all work towards creating an effective space.

Tenovus has a distinctive blue, which is communicated across the brand, so it is our intention to work with this blue and compliment it with other hues and accent colours which can be used throughout the store.

The beauty of the welsh landscape also offers us with a selection of colours.

LARGe SCALe APPLICATION //

To really get the full effect of either colour or pattern, we would consider using these at full scale.

Walls of colour or pattern act as a backdrop to the product?

Unexpected within a charity shop, becomes memorable and recognisable.


MeRCHANDISING //

Wall system must allow for density of stock, to sell and display as much stock as possible, integrated within this can be elements that add a new dimension to the store.

By using a few key items within the store, made from up-cycled and re-used furniture or materials, we are able to display items in a softer way. Doing so will add a another dimension to the store which hints towards second hand, quality and the sense of getting a second chance in life.

Second hand is not second best.

FRAMeS TO HOLD HeRO ITeMSCan act as a flexible surround to house messaging POS, and possibly items of interest. Could be hung from slat or peg board.

MID FLOOR MeRCHANDISINGTo create different shopping experiences in-store, a table which can hold smaller items as well as mannequins and themed or seasonal displays.

DISPLAYBOXES&FRAMES


Buy me!Read me!Return me!

MeSSAGING & PeRSONALITY //

At the heart of the charity is care, support and community spirit. This is apparent in the Tenovus vision and mission statement. Perhaps too obvious to apply in-store, however messages or quotes could be applied directly to walls?

A message board of sorts with personal tributes, stories and images of local events or fundraisers could be placed to inform customers and donators alike.

A personal touch to the price tag will also add a small amount of individuality to the feel of the store. As the charity shop should be a place to find that ‘one-off ’, perhaps key items can hold a personal message of it’s origin and history? The person who donates could be encouraged to leave a few words to help the item sell.

HANDWRITTeN

DeLIVeRING A MeSSAGe

PeRSONAL THANKS

STORIeS & FACeS

DeLIVeRING BRAND MeSSAGeA key part to the design objective is to communicate the work of the charity, and the importance of donation and support.


FIXTURES&DISPLAY//

The intention is to create a retail environment that forms a hybrid between the functionality of a standard charity shop, with the creative and personal approach of more bespoke retail outlets. The use of bespoke displays can be integrated within the standard store fixtures. Although this will add a cost, it will be offset by expanding on merchandising possibilities, communication methods and ultimately improved sales and donations.

Stock levels vary, day to day, which is an unknown for most charity shops. By providing a system that allows grace for such occasions without the store looking empty, will empower the staff to compensate with alternative products.

The system would need to be robust, which would dictate to a degree how often fixtures should be moved and whether it is practical to do so. For the majority of the store, the fixtures should remain basic and ‘off the shelf ’, which in such an environment would be the most sustainable solution long term.

PeG BOARD SYSTeM

SLAT WALL SYSTeM

INTeGRATeD PRODUCT DISPLAY


Design Proposal // Rhiwbina We want to apply the theory and ideas, translating the thought into a reality. Taking the proposed store in Rhiwbina, we will provide a set of plans and elevations, detailing the fixtures and bespoke items to be used in the revised Tenovus store.


RHIWBINA / PLAN

• Layout consistent with adjacencies and departments

• Mid-floor units to be replaced with more standard clothing units to allow for clearer merchandising by staff

• Additional display tables - for seasonal or promotion, dependant on stock levels. Integrate products from all departments to maximise sales.

• Clear route - access for disabled & elderly

• Larger service point footprint - to encourage more interaction between staff and customer. 2 points for service and for tagging new items on shop floor as opposed to BOH

• Books & bric a brac at the rear of the store - drawing customers in

• Introduction of a ‘Quick Drop’ point - using area to communicate the

charity to the full extent.• Modular systems throughout - for

cost, efficiency and flexibility.

BOH

• Area extended for storage and sorting

• Staff seating and tables• Kitchen area

Till Till

interchangable content- eg: Magigraf (Novograph) - keeping community content up to date

Fixed Brand Wall Graphic

Back of house

Quick Drop Off

Back of house

BrandMessaging

Vinyl messages applied to mirror




Fascia Lettering

Vinyl messaging

Vinyl messagingVinyl messaging

Upcycled unit display



MidFloor GondolasMidFloor Gondolas

Changing Room

Quick Drop Off

Womenswear Womenswear Womenswear Womenswear Menswear

Womenswear Womenswear Womenswear Womenswear

Seasonal/Feature Product

Womenswear

Womenswear

Menswear Childrens Childrens

WomenswearOR Menswear -departments to

flex


flex

Books & Music

Bric a BracBric a BracBric a Brac

Bric a Brac

Full Back Wall Graphic BrandMessaging

B

A

C

D

Side Elevation A

Side Elevation B Side Elevation C

Front Elevation D

Proposed Plan

Graphic applied to front counter with a collection of stories from the charity (applied as lamigraf or lamidec or similar perhaps)


STORe INTeRIOR //

• Clean, modern and flexible shop fittings

• Pegboard or slatwall system throughout

• Simple use of bespoke items• Standardised merchandising

displays• Integrated areas to allow for

cross merchandising• Decorative accents such as

large scale graphics to the rear, one or two upcycled units and decorative frames which are integrated in to the standard system add personality and interest

• Counter is finished with a graphic to the front panel containing stories from the charity with brand messaging to the wall behind including a panel which could be changed to a regular basis detailing what the charity is doing in the local community.

• Colour is fresh and complimentary to the brand colours whilst used on key items to help highlight and define product areas and not to be over powering due to the array of products being sold in store.


Till Till



Back of house

Quick Drop Off

Back of house

BrandMessaging





Fascia Lettering

Vinyl messaging






Changing Room

Quick Drop Off




Womenswear

Womenswear



flex


flex

Books & Music


Bric a Brac


B

A

C

D

Side Elevation A


Front Elevation D

Proposed Plan


Till Till



Back of house

Quick Drop Off

Back of house

BrandMessaging





Fascia Lettering

Vinyl messaging






Changing Room

Quick Drop Off




Womenswear

Womenswear



flex


flex

Books & Music


Bric a Brac


B

A

C

D

Side Elevation A


Front Elevation D

Proposed Plan





SHOPFRONT //

• Clean, simple shopfront decorated to maximise brand visibility - a dark grey backdrop to the logo colours allows the store to compete with other high street retailers

• Permanent window merchandising structure installed to allow for ease of use, consistent application and flexibility of the various products to be displayed as well as providing opportunity for creativity

• Introduction of the use of vinyl graphics applied to the windows for key messaging - easy to remove & replace - cost effective vs A4 displays

• Open visibility across the store - allows for clarity from the street, and maximisation of natural light.

• Possibility to personalise each store with the local name - Welsh heritage

Rhiwbina


Design development...3D visuals // Having established some initial thoughts, ideas and visuals, the next stage is to develop the ideas into a 3D render of the store environment at Rhiwbina.

The renders will give you a clearer impression of the items within the space, and how these features reflect the objectives set in the brief.






FOCAL POINT //

• The idea of using the back wall as a focal point to draw customers in

• Colours & pattern that excite the eye, tones that blend with the brand colours, geometric pattern and symmetry for balance

• Visual theatre that pushes the ‘unexpected’ aesthetic of the store

• Memorable interior• Colours may be altered to

reflect a different colour palette as is bespoke to Tenovus.


WORN BY YOU LOVeD BY US //

• Opportunity to communicate personal messages

• ‘I donated because...’ - A personal connection for both customer and donator

• encouraging sales• Added value to products, a

sense of history and memories• encouraging donations

COMMUNICATING BRAND INITIATIVeS //

• By using areas within the units, we can communicate messages

• Mirrors // applied vinyl which is removable

• A4 frames - ability for store staff to change the messaging, can be hand written or printed

• Flexible - allows for quicker and more recent news to be communicated

• Cost efficient • Adds to the store’s ability to

connect the brand, and push to other platforms...’How to get involved, please take a flyer or visit the website for more details...’

WALeS, LOCAL, BRAND PReSeNCe //

• Service area that allows for greater communication of work and support in the local area. each store would be focused on the help and events that take place in their own area, reinforcing the Charity’s presence in Wales.

• Graphic applied to front of desk, taken from website - consistent look across platforms

• Bags & Tags - a small addition to the brand, but will bring charity in-line with other low cost retailers, added value and personal touch which is a sought after quality. Tenovus bags are recyclable, re-useable and offer brand communication out in the public domain.


local us


STORe eLeMeNTS // Perimeter, walls, floor & ceilings.

DARK GReY SLAT //To create different areas and zones, we can use a contrasting grey slat. Both durable and easy to merchandise, the grey will allow for better merchandising in colour palettes. each department will have a header which will be colour co-ordinated and removable/repositioned.

LIGHTING //With a white painted ceiling, we have shown directional spot lights. This can be recessed or on a track, but the advantage is that light can be focused throughout the store and is flexible.

SHeLVING //When connected to uprights, we are able break up the slat wall with feature shelves, this can be used to highlight messaging and brand presence.

WALL DISPLAY //Continuing on the theme of upcycled / vintage but in the fresh colour palette, we can place against the slat wall for the opportunity to display at different heights.

WALL COLOUR //Whilst we will keep most walls white, we also propose having coloured walls to denote areas and zones to the rear. The service area will be blue, whilst the bric a brac walls will sit against a contrasting grey.

FLOORING //We propose a timber effect vinyl floor tile, in a medium to light oak. This will be hard wearing, durable and compliment the fresh look of the store.

FeATURe WALL //Visual theatre to draw the eye down to the rear of the store. Colour palette tones in with department colours.


STORe eLeMeNTS // Midfloor and display

WINDOW //Supply a set of merchandising units, symmetrical in both windows but allows for light to flood the store

COUNTeR //Simple white counter, space for tagging on shop floor. Storage space under desk for dropped off items to be tagged. Applied vinyl to front of desk, walls behind to showcase local support in the community.

QUICK DROP OFF //To encourage donators to opt for Tenovus, supply a quick and easy drop off box. Messaging above to highlight gift aid, and other brand

DISPLAYBOXES//Colour co-ordinated shelves and display boxes used to merchandise misc items in bric a brac department. Allows staff to highlight different ranges within the products.

CHANGING ROOM //Curtain to compliment the back feature wall, and opportunity on the external wall to apply messaging...’fancy a change?’

MID FLOOR HANGING //Standard unit which displays hanging clothes clearer, and has space for hanging off the sides, and display on the top.

MID FLOOR HANGING //To replace 4-way hanging rails, this unit allows for forward facing items, to merchandise clearer. Also has a slat wall panel to allow for flexibility if stock levels fluctuate.

TABLe DISPLAY //A key feature of the store upon entry, this nest of tables can be upcycled furniture or bespoke made. The tables allow for seasonal display, and can be a mixture of items dependant on current stock levels.


Merchandising Principles // To maximise the impact of the retail space, and to most efficiently use the spaces created within, there needs to be consideration of methods of merchandising, and how this is implemented across the estate.

Consideration of staff implications is key, the solution must be consistent, simple but very effective.


DePARTMeNT SeGMeNTATION & PRODUCT MeRCHANDISING //

Colour is a highly effective tool in retail. It is the detail that the customer first notices. More than anything else, colour makes people stop and look. For many customers colour is more important than the size or the style of the product. Therefore we propose that colour blocking is used within each department, this will also create much more visual impact Whilst the availability of colour specific items may be sporadic, women’s clothing may be an easier department to apply this rule, as would display areas throughout the store.

This will result in a far more consistent and easier array of products from which to shop.

As a general rule - colour block vertically and colour blend from lighttodark(lefttorightusuallywithinthecolourfamilies.)Normally in winter the reverse colour order is used.

WomenswearMenswearKidsHome

Books

Seasonal


PRODUCT MeRCHANDISING CONT. //

Colour Families - By merchandising product in colour groups you gain visual impact and harmony. This is particularly useful when the product itself is varied.

This can be achieved in the following ways:1.ColourBlending(Fromlefttoright)-Usingcoloursfromjust1colourgroup(eg:Brightsonlyorpastelsonly)

2. Accents Colour - Combining the Neutral colour group with 1 colour from another group as an accent(eg:Neutralcombinedwiththebrightred)

3.ColourBlocking(vertical)Using 1 base colour but illustratingthetonalvariants(eg:Bright Red as the base colour, show with its corresponding pastel,midtone,jeweltone,etc)

This method of merchandising can be illustrated into a manual for all stores to use as a guide, however, the store manager will have control over when and where it is practical to do so, stock level dependant.

BRIGHTS

PASTELS

MIDTONES

JEWELTONES

MUTED/DUSTY

EARTHTONES

NEUTRALS

Neutral colours may be combines with any colour group

For further information, please contact:

Vikki [email protected]

+44 (0) 1935 422700+44 (0) 7540 946162

Resolution InteriorsGeorge Smith Way

Lufton 2000 Business ParkYeovil Somerset BA22 8QR

Visit our website:www.resolutioninteriors.com

Contact Us:

Documents

Tenovus Case Study